Major fashion brand Shein is set to open 30 pop-up stores this year.
Fashion fans have fallen in love with Shein since the bargain online retailer was first launched. The brand has now been running for more than a decade, and bosses have decided it's time to open their first stores, reports BristolLive.
The brand has remained tight-lipped about where the pop-ups will open, but it's believed they will be spread across the UK, Europe and the Middle East and will be launched by the end of this year.
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Shein's official statement read: "SHEIN plans to host 30 pop-ups across EMEA. To date, SHEIN has hosted 11 pop-ups across EMEA, including pop-ups in Dubai, Birmingham, Lyon and Ibiza. SHEIN has plans for pop-ups across major cities in EMEA in the second half of the year.
"SHEIN remains digital-first, with no plans to open permanent stores, and will continue to deliver omni-channel shopping experiences through our pop-ups for our consumers to touch and feel our products, as well as to interact and engage directly with SHEIN's local brand ambassadors."
Shein is also opening new headquarters in Dublin. Leonard Lin, Shein's global head of government relations, said: “Ireland’s pro-business environment and great access to talent make it an excellent hub for companies, including Shein, to manage and grow our business in the region.
“Our Dublin office opening marks an important milestone in Shein’s growth in EMEA – which is one of our most important markets. We look forward to contributing to the growth of the local economies and to supporting local communities.”
Recently, an undercover probe by Channel 4 alleged employees at some Shein factories were working up to 18 hours a day, throughout weekends and being paid as little as 3p an item, with just one day off a month. The claims in the documentary have seen the group come under heavy fire, with its recently launched licensed collection with The Rolling Stones reportedly set to have its contract terminated over the allegations.
Shein has since vowed to invest 15 million US dollars (£12.2 million) in improving standards at its supplier factories as it admitted working hours at two sites breached local regulations, PA reported last December. The online brand said an independent investigation, launched following allegations over labour abuse made in a recent UK documentary, had uncovered that employees at two of its Chinese sites were working hours that were longer than allowed under local rules.
It found staff at one of the factories were working up to 13-and-a-half hour days with at least two to three days off a month, while those at the second site were working up to 12-and-a-half hours a day, with no fixed structure for days off.
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